Marketing Interactions

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B2B Content Marketing > Going Bold or Fading to Beige?

Marketing Interactions

A recent report from Forrester, The Future of B2B Content , makes a solid point about the risks of product-focused content that fails to resonate. Where this happens is often in the review process. You’ll find pivotal points that will tell you where they are in their process. You can’t find this with data alone.

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Content-Driven Conversations: The Future of B2B Engagement

Marketing Interactions

Buyers say there’s too much content and much of it is too hard for them to understand, delaying their buying process, and often their decisions. Forrester also found that 72% of buyers say that sales reps need to continue the conversation started with messaging and content.

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Marketers Need a Mindset Reset for B2B Personalization

Marketing Interactions

Forrester Business Technographics® Marketing Survey, 2020). In a business setting, responsibilities based on role, problem-to-solution process, industry, and company have more impact than knowing their shoe size or where they graduated from college. In fact, 95% of buyers say they are unlikely to respond to them.

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Quit Poking the Bear with Gated B2B Content

Marketing Interactions

And for all my clients selling complex solutions, that’s a process—and it can be a long one. Forrester finds that buyer interactions have increased to 27 (across both marketing and sales) from 17 only two years ago. B2B buyers want to drive their own process. They hate it because they’re not ready.

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B2B Brand Marketing & Demand Gen: Better Together

Marketing Interactions

According to Forrester, only 22% of B2B companies have fully integrated their brand and demand marketing functions. You can apply “brand” thinking and “demand” thinking to the entirety of the process. OK, it’s hot and I’m hungry. But you get the idea. After all – the story is the story. Marketing is present throughout the entirety.

Demand 69
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3 Pivots B2B Marketing Strategies Need to Create Compelling Experiences

Marketing Interactions

According to Forrester, two-thirds of CMOs are now responsible for customer experience. ” Compassion, therefore, needs to be extended to all the stakeholders involved in the buying or renewal process. Telling a continuous story over a longer-term buying process can feel repetitive. Commitment is about staying the course.

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The Relevance Maturity Matrix Helps B2B Marketers Close the Gap

Marketing Interactions

According to Forrester Principal Analyst Mary Shea, “Your buyers want contextual interactions with both human and digital assets across a holistic, but non-linear journey.”. Achieving relevance takes work, commitment and elbow grease and works best when approached as an iterative process. A good customer experience must be relevant.